A QUANTITATIVE ANALYSIS OF FOOTBALL GAMBLING AMONG LOCAL CHINESE NEWSPAPERS DURING 2006 FIFA WORLD CUP FINALS

Transcription

1 A QUANTITATIVE ANALYSIS OF FOOTBALL GAMBLING AMONG LOCAL CHINESE NEWSPAPERS DURING 2006 FIFA WORLD CUP FINALS BY LEE KA YAN AN HONOURS PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE DEGREE OF BACHELOR OF ARTS IN PHYSICAL EDUCATION AND RECREATION MANAGEMENT (HONOURS) HONG KONG BAPTIST UNIVERSITY MARCH 2007

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3 2 HONG KONG BAPTIST UNIVERSITY 22th March 2007 We hereby recommend that the Honours Project by Ms. Lee Ka Yan entitled A Quantitative Analysis of Football Gambling among Local Chinese Newspapers During 2006 FIFA WORLD CUP FINALS be accepted in partial fulfilment of the requirements for the Bachelor of Arts Honours Degree in Physical Education and Recreation Management. Dr. Lobo Louie Prof. Chow Bik Chu Chief Adviser Second Reader Process Grade: Product Grade: Overall Grade:

4 3 ACKNOWLEDGMENT I would like to express my deepest gratitude to my chief advisor, Dr. Lobo Louie, for his kind and professional advice and he patience throughout the entire project period. I would also like to thank Prof. Chow Bik Chu for being my second reader. Ms. Lee Ka Yan Department of Physical Education and Recreation Management Hong Kong Baptist University Date: 22 th March, 2007

5 4 ABTRACT This is a quantitative analysis of football gambling among local Chinese newspapers during 2006 FIFA WORLD CUP FINALS. There were 300 sets of newspapers published from 9 th June, 2006 to 10 th July, This report concluded the reporting pattern of newspapers during the event, and the problems of gambling because it was extremely overwhelming in the newspapers. Gambling information s shares were approximately up to 40% among three most popular local newspapers. The problems were serious and should be aware after the legalized football betting in Hong Kong since 2003.

6 5 TABLE OF CONTENTS CHAPTER Page 1. INTRODUCTION.9 Statement of the problem.14 Definition of Terms.15 Delimitations.17 Limitations.18 Significance of the Study REVIEW OF LITERATURE The characteristics of mass media 21 Sport media and the development of newspaper 23 In sport. Dominance of male in sport and mass media 24 The problems on football betting 25 The summary METHOD Method.31 Method of Collecting Data.31 Sources of Data 32

7 6 Procedures 33 Data Analysis ANALYSIS OF DATA Results.36 Discussions SUMMARY AND CONCLUSIONS Summary of Results 61 Recommendations of Further Study 63 REFERENCES.65 LIST OF TABLES TABLE Page 1. Total Coverage of Size in cm 2 by Different Teams The Number of Articles Reported of Different Teams 39 during the Investigated Period. 3. Data of The Total Amount of Coverage in Non-gambling 43 Information in 2006 FIFA World Cup Finals by Ten Chinese Newspapers

8 7 Page 4. Data of The Total Amount of Coverage Sizes on 45 Gambling Information in 2006 FIFA World Cup Finals by ten Chinese Newspapers 5. Proportion of Gambling Information Share in all FIFA World Cup Finals Information 6. Page Placements among 32 Teams and Gambling 49 Information in 2006 FIFA World Cup Finals 7. Percentage of Total Page Placement among 32 Teams 52 and Gambling Information in 2006 FIFA World Cup Finals 8. The Top 4 Highest Teams Reported among Ten Chinese 55 Newspapers in 2006 FIFA World Cup. LIST OF FIGURES 1. The Total Amount of Coverage in Non-gambling 42 Information in 2006 FIFA World Cup Finals by Ten Chinese Newspapers. 2. The Total Amount of Coverage Sizes on Gambling 44 Information in 2006 FIFA World Cup Finals by ten Chinese newspapers

9 8 Page 3. The Total Amount of Coverage Sizes on both Gambling 46 and Non-gambling Information in 2006 FIFA World Cup Finals by ten Chinese Newspapers

10 9 Chapter 1 INTRODUCTION Hong Kong is an international cosmopolitan that fascinated with high and updated technological growth. News and information from all over the world spreads quickly and late-breaking here, people can get those hot news through television, radio, newspapers, magazines, periodicals, internet, etc. That is the benefit of the development of mass media. Davison, Boylan, and Yu (1982) indicated that During the coming generation, the life of each person in our society and in many other societies will be affected by changes resulting from the development of the mass media (p.3), and that is the power of media. During information exchanges, people inevitably interact with the content. Especially in Hong Kong, where the freedom of speech, press, religion, assembly, association, and other basic human rights remained well respected and staunchly defended. (Ching, 2003) Starting from 1980s, the mass media has brought a great influence to our society. By any kinds of media, people can

11 10 know what is happening in any places of the world, we can know the news as soon as the media report it. In this type of reporting, many people point out real time characteristics, simultaneity, and the impression of actual presence. So the media reflects the reality of what has happened around us (Duncan, 1983). Meanwhile, we know about the world, and information is exchanging from places to places, it finally led to Globalization. The Hong Kong media scene is among the most vibrant in Asia. Ching stated that, by the year of 2003, the number of newspapers in Hong Kong was 53, 709 periodicals, 2 commercial television companies, a subscription television service, a regional satellite television service, one government radio and television station, and two commercial radio stations. Undoubtedly, Hong Kong owns a very high degree of freedom in media and press. Newspaper is one of the important mass media products in Hong Kong. Newspaper means a collection of printed news, information, and usually advertisements that is published on

12 11 a regular cycle, usually at least once a week. (Lacy & Riffe, 2003) According to the Hong Kong Audit Bureau of Circulations (2006), the newspaper in Hong Kong can be categorized into two categories, the paid circulation and the free circulation. In the audit circulation report of paid circulation, the top three newspapers that sold most were Apple Daily, South China Morning Post, and Ming Pao Daily News (weekdays), which average circulation per issue are 300,000, 100,000 and 80,000 respectively in the first half year of For the average of issue about 4 free circulation newspaper, Headline Daily is 600,000, Metro (weekday) is about 333,000, Express Post is 290,000, and AM730 is 280,000. The report was also from January to June in This shows the great demand of newspaper in Hong Kong. The 17 th FIFA World Cup was held in 2006, and Germany was the host of the games. In fact, FIFA World Cup is the biggest event among the competition that FIFA held. If we look at the history of FIFA World Cup, we can trace back to According to FIFA (2006), the innovator was a group of French football

13 12 administrator; they wanted to bring the world s strongest football teams together to compete for the title of World Champions. The game was held every four years, except the break down of 12 years before the Second World War. Since 1958, the game was held alternatively in Europe and America countries. But in 1996, the Executive Committee decided to hold the World Cup 2002 in Japan and Korea, the co-host decision made a milestone for FIFA World Cup. In the coming 2010, the FIFA World Cup will be held in South Africa, these are the first time that held in Asia and South Africa continent. The current format of the Finals involves thirty-two national teams competing at venues within the host nation (or nations) over a period of about a month. To determine the participating teams, qualifying rounds take place over the three years preceding the Finals. In the eighteen tournaments held, only seven nations have won the title. Brazil is the most successful World Cup team, having won the tournament five times. The current Cup holders, Italy, follow with four titles, while Germany holds three. The other former champions are

14 13 Uruguay (who won the inaugural tournament) and Argentina with two titles each, and England and France with one title each. Since 1991, FIFA has also organized the FIFA Women's World Cup every four years. FIFA Women s World Cup 2007 will be held in China; China is also the first host of this game. In fact, all the people can bet if football gambling in their country was legalized, except some international events such as FIFA World Cup. In the FIFA World Cup, the president of FIFA, Joseph S. (Sepp) Blatter (2006) said the involved team coaches, players, committees and the referee, their family members and they cannot take part in any kinds of gambling about the match, they had to sign an agreement to make sure that it would not happen, and an offender would receive degradation. Hong Kong Government legalized football gambling in 2003, to allow people to bet with aid from the Hong Kong Jockey Club. It is the third gambling items in Hong Kong Jockey Club followed Horse Racing and Mark 6. Actually it is a very concerning practice, although gambling is one of the leisure activities,

15 14 dissenters of legalizing football gambling worries about the negative impact about gambling. Firstly, numbers of gamblers would be increased dramatically, the new gamblers were mainly came from the people who did not participating in illegal football gambling in the past. Since they were the new comer in football gambling, thus the government afraid that there would be more and more people addicted in gambling, and finally led to many social problems. STATEMENT OF THE PROBLEMS This study was to investigate the amount of quantitative differences in number of articles, size of photo, size of text, and page placement of ten Chinese newspaper coverage on 32 participating teams, in terms of football gambling during 2006 FIFA World Cup Finals. HYPOTHESES For the purpose of the investigation, the following hypotheses were made:

16 15 1. Italy gains the highest coverage size of photo and size of text in squared centimeters.. 2. Italy gains the highest coverage in number of articles. 3. There would be higher coverage size in text and photos about FIFA World Cup Finals by 3 newspapers with highest circulation, including Appledaily, Oriental Express, and Orisun. 4. There would be higher coverage size about gambling information by 3 newspapers with highest circulation, including Appledaily, Oriental Express, and Orisun. 5. There would be higher coverage size both gambling and non-gambling information about FIFA World Cup Finals by 3 newspapers with highest circulation, including Appledaily, Oriental Express, and Orisun. DEFINITION OF TERMS The following terms were defined specifically for this investigation:

17 16 During the investigated period Data were colleted in the period of 32 days, dated from 9 th June to 10 th July Champion Country This was defined as the champion country in the 2006 FIFA World Cup Finals; the champion finally goes to Italy FIFA World Cup Finals It was defined as the male players participation in 2006 FIFA World Cup Finals in Germany. Total coverage in centimeter square It was defined as the total coverage of information surface area measured in centimeter square about 2006 FIFA World Cup, within the selected ten Chinese newspapers, including photos and text during 9 th June to 10 July Number of article This was defined as the textual coverage in number of article which content was related to the participating countries in 2006 FIFA World Cup Finals. Selected ten Chinese newspapers

18 17 The selected ten local Chinese newspapers included Apple Daily, Hong Kong Economic Journal, Hong Kong Daily News, Ming Pao, Oriental Daily News, Orisun, Sing Pao Daily News, Sing Tao Daily, Hong Kong Economic Times, and Wen Wei Po. Coverage size The coverage size was defined as the text and photo report coverage of the 2006 FIFA World Cup Finals in centimeters square (cm²). Football gambling information This was defined as the football gambling information report coverage in the selected Chinese newspapers concerning the odds of each match and participating teams provided by Hong Kong Jockey Club or the press in 2006 FIFA World Cup Finals. DELIMITATIONS The following delimitations were established for this study: 1. The newspapers consisted of the 10 local Chinese daily newspapers only.

19 18 2. The players in all teams are males only. 3. The investigation period was 32 days dated from 9 th June to 10 th July The counted report coverage was limited on the textual and pictorial reports of the teams who participated in Germany, 2006 FIFA World Cup Finals only. LIMITATIONS The results of the study were limited by: 1. The type of mass media selected. 2. The type of game selected. 3. The number and types of newspapers selected. 4. The duration of the investigation period selected. SIGNIFICANCE OF THE PROBLEMS FIFA World Cup Finals is one of the greatest sport events in the world. It influencing people and reflects part of the football world with its long history, its impact is over hundreds of countries, and it is very interesting to see how the FIFA World Cup Finals affect the place that far away from it. In Hong Kong, Updated information flows in

20 19 a rapid pace, and it is an international metropolitan that ever and probably never has the ability to hold the FIFA World Cup. How the Hong Kong journalist to deal with information which seems so far thus so near to them? Moreover, Hong Kong Government legalized football betting since 2003, so the 2006 FIFA World Cup Finals was the first FIFA World Cup Finals that people can bet their favorite teams through Hong Kong Jockey Club. After few years practice of many international leagues, championships, tournaments, the Hong Kong Jockey Club develop a mature and systematic betting system. The coverage of gambling information in newspaper revealed part of the phenomenon of football gambling atmosphere in Hong Kong, especially in the top three circulation newspaper. This study is going to examine how the reporters of those local major Chinese newspapers emphasizing on 2006 FIFA World Cup Finals, to see how the reporters emphasizing on different participating team, proportion differences between pictorial and textual, especially the involvement

21 20 of football gambling information. The result would be able to make references for Hong Kong journalist on reporting international sport events. For example, the proportion of how much pictorial and textual coverage is adequate. Moreover, the result would also be able to provide a database for the Hong Kong Government to reconsider about the limitation of gambling information appeal in the newspapers. It would be significant for them in concerning about the gambling practice.

22 21 Chapter 2 REVIEW OF LITERATURES The review of literatures had been divided into sections: (a) The characteristics of mass media (b) sport media and the development of newspaper in sport, (c) dominance of male in sport and mass media, (d) the problems on football betting, (e) the summary. (a)the characteristics of mass media One of the major functions of mass media is to bring the news and stories from all over the world to us. As Hyman (1974) stated that It was as though whole worlds of fairy tales were disclosed to me in the page of every newspaper, magazine, and book, and that terribly narrow world of mine become wider and wider (p.55-56). Through the publicity of mass media, it can interact with people. Actually mass media is not a visible object; it is just an invisible term. When people talking about mass media, the mass shows that it is for communication and connection in large-scale. Everyday, we are unaware to interact with mass media. The media need to expose the news

23 22 to the public through their products (e.g. newspapers), and people will automatically searching to what they need and approach them. Simultaneously, when we have something to share, we can disclosure this information with the help of technology. The content of criteria involved in mass media is varied. Yet we can have some conclusion from the content they adopt. Davison, Boylan, and Yu (1982) stated that, first of all, the content must be real and accurate, people and things that they reported should be really exist in the world. Second, it should be timeliness, not only recency but also relevant to the concerns of the moment when reported. Third, it must be high impact, people surely care about new tax policies rather than one s wallet had been stolen. It should make a difference to the news audience and would be affected by the developments reported. Stories like disasters, crime, medicine etc. Last but not least, the newsworthiness. It is a more modern approach. However, the approaches of journalism always focus on negative newsworthiness and develop a new professional, which are

24 23 paparazzi. (b)sport media and the development of newspaper in sport Sport media is a product of modernity, it is resulting from the explosive interaction between capitalism, technology and human linguistic diversity. (Anderson, p.45) Its history which stretches back into the eighteenth century, we called sporting press. At that time, the sporting press was often used to communicate and help legislate the organization of sport, for example, horse racing in The Jockey Club in By 1920s, sport coverage was firmly deep-rooted in the nation s newspapers in America. Nowadays, sport news is already becomes very popular, sports sections are among the most read sections of a newspaper. (Miller, 1989, quoted by Raney & Bryant, 2006, p.105) and Aug (2000) said sports pages are the most consistent and greediest consumers of up-to-the-minute photographs (p.12). It shows the value of sport news in journalism. The power of media coverage in sport is still enlarging. According to FIFA, the organizing body of World Cup Finals, the 2002 FIFA World Cup Finals coverage

25 24 of that year went to 213 countries and involved over 41,100 hours of dedicated in viewing time, it is a new record for single sporting event. (c)dominance of male in sport and mass media In the 1900s century, the coverage of sport was highly selective, and it was heavily dominated by men s sporting event (Raney & Bryant, 2006). Sport media is a powerful context for the representation of gender identities, and during this, men s place is often framed. It was partly because men s body represents physical strength and toughness (Maurice Roche, 1998). Dominance of male in media sport can be proved in several ways: page displacement, accompany photographs and the quantity of reported articles According to Lopiano (2000), men are traditionally dominated in sport news. In her report Modern History of Women in Sports, she point out that there is 90% of the coverage in newspaper sports sections is dedicated to men s sports, while women s sports is 5 %, with horses and dogs are 3%. In another research done by Silverstein (1996), she compared

26 25 coverage of men s and women s NCAA basketball tournaments of 1995 in the New York Times. She found that coverage on men is three times as women. About the page placement, men s tournament appeared on the front page of the sports section is 31 times and only 4 times for women. Duncan, Messner, Williams, Jensen, and Wilson (1994) examined four of the top-10 sports sections; found that photographs of male athletes outnumbered photographs of female athletes by a 13:1 ratio. Stories about male athletes outnumbered those of female athletes by an even larger margin -23:1. Lumpkin and Williams (1991) analyzed the feature articles from 1954 to 1987 and found that 90.8% of article focus on men, and 91.8% were written by male writers. Although it is not a huge research, and the type of sports that reported was often depends on their culture of sport. It can still indicated that the dominance of men s sport in sport media. (d)the problems on football betting Boyle and Hagnes (2004) indicated that Football has always been a commercial industry (p.81).information about sport

27 26 betting has always been a key content driver for new media, gambling had opened up the commercial potential for a sporting press from the early 1800s to the 1870s. In two books of Boyle and Hagnes (2000 & 2004), they found that in 1860s, there is use of telegraph of racing odds on horse racing, and allowed newspapers to aggregate the odds being calculated from the Tattersall Rings - the exclusive betting enclosures. By 1900, local newspaper begins to employ their own specialist tipsters and conduct variants of what became the football pools, whose lead was soon to be followed by the national press. Football gambling has an important history of football culture in UK. The UK betting industry has also faced competition from other European and global better operator (Boyle & Hagnes, 2004). So the Hong Kong Government hoped to levy a betting tax to help offset their spiraling deficit. According to the report of Hong Kong Jockey Club (2006), Since the legalizing of football gambling policy, the turnover of football betting in is HK$16 billion, is HK$26.7 billion, in is already raised to HK$31.272

28 27 billion and gross profits of HK$5.115 billion, and the 50% of gross profits, which is HK$2.558 billion had to paid to the Hong Kong Government for betting duty. In the total turnover of , Horse Racing is decreased 4.17%, and the Mark 6 is decreased 4.64% too. However, the total turnover still increased 1.75%. That means the turnover in football gambling is increasing each year, and it covers the deficit of Horse Racing and Mark 6. It matched the observe of Boyle & Hagnes (2004), With the rise of fixed odds betting on football and competition from the National Lottery the pools has gone into rapid decline (p.146). There is some supplementary information to show how Hong Kong people gambling in football match. According to the document of second legislative council (2003), indicated that Hong Kong Government is over estimated the turnover of football betting after legalized. In the document, he said that Ladbrokes, WilliamHill, and Coral Eurobet are top three sport betting companies in the world; the total turnover of three companies in 2002 is HK$89.6 billion. If the Hong Kong

29 28 Government estimated the total turnover on football betting reach HK$30 billion per year, Hong Kong Jockey Club (2006) will become the greatest football betting company in the world. But now we can see that, Hong Kong Jockey Club reaches this number after legalizing football betting for just three years. And one of the gambling companies in Macau, SLOT estimated the turnover of its company during 2006 FIFA World Cup Finals is about HK$1 billion, and the number of new customers in its company to bet for this event is increased 6,000. Another new type of betting is online betting, this is invented by the advancement of technology. Online betting is dramatically influenced the structure of football related industries, while the accessibility increased, the use of credit card and various type of e-cash makes gambler more irresponsible with their money as debt become invisible. (Garland, Malcolm, & Rowe, 2000) Because gambler needs to open an account for online betting, the transaction is anonymous, therefore the solitary hiding the dangers of addictive behavior around gambling. It shows that there is great number

30 29 of population involved in football gambling, and the participants are still increasing. Finally, popularizing gambling and the commercial dimension of sport had irreparably damage the spirit of sport. (e)the summary Mass media shape our society and affect our daily life. We are undoubtedly no alternatives to receive information without being connected to the mass media. And sport is part of the society so it cannot be separated neither from the society or the mass media. So we cannot under estimate the power of sport media. We cannot determine the quality of content in mass media even we are working in this professional. We can only to maintain its quality and integrity through our understanding of norms, it is very interesting that people create the mass media and seems people are gradually lost control over it, so do the newspaper. Newspaper displaces information and readers read it, it is a kind of one-way, unidirectional interaction between newspapers and readers. The negative information need to be aware as newspapers was

31 30 a published printed, such as gambling odds. It is not only the responsibilities of journalists, but also the responsibilities of the government, the society, the teacher, and the parents.

32 31 Chapter 3 METHOD This study aimed to examine the coverage of the ten local newspaper during 2006 FIFA World Cup Finals, including quantitative size on text and photos on participating countries, article numbers of specific countries, quantitative size on text about gambling information, including odds and explanation. The method of study was presented in the following sections: source of data, method of collecting data, procedure and data analysis. SOURCE OF DATA Data were collected from ten local Chinese newspapers in Hong Kong. Any information of 2006 FIFA World Cup Finals publicize in Front Page, Sport Front Page, Sport Page, and other part within the newspaper. Those newspapers includes: Apple Daily, Hong Kong Daily News, Hong Kong Economic Times, Ming Pao, Oriental Daily News, Orisun, Sing Pao Daily News, Sing Tao Daily, Hong Kong Economic Times, and Wen Wei Po. They basically published once a day, except Hong Kong Daily News

33 32 and Hong Kong Economic Times published on weekday only. The investigation period started from the first day of 2006 FIFA World Cup Finals, 9 th June 2006 in Hong Kong time, to the first day after the finals, 10 th July 2006 in Hong Kong time. There were totally 32 days with 300 sets of newspapers. METHOD OF COLLECTING DATA Measurement of surface area in squared centimeters among 10 local Chinese Newspapers was the main method of collecting data for this study. With the relevant information published in any parts of the newspapers, the reported surface area including textual and photography reports were both measured in squared centimeters. Another measurement was quantity of article in numbers among the ten selected local newspapers. Count the articles which descript specific countries in numbers with the relevant information that published in any parts of the newspapers, and information about players, coaches in text were counted as textual information, Photos of players, coaches, and the lineup of team in their represented countries are counted as pictorial information.

34 33 Data which contains timetable of the game, advertisements, and sponsorships would not be counted. Information about football betting odds, tips, and analysis of match are counted as textual information about gambling sections. Opinion of people about their favourite teams were not counted as either 2006 FIFA World Cup Finals information or gambling information. PROCEDURES Firstly the quantitative measure of total surface area of information of 2006 FIFA World Cup Finals among 10 local Chinese newspapers in centimeters square. Textual information and pictorial information would be count altogether. Secondly, the numbers of articles for each team were going to be counted. Finally, the quantitative measure of total surface area of gambling information of 2006 FIFA World Cup Finals would be count within the 10 local Chinese newspapers that already selected. Data were counted during the chosen period 9 th June to 10 July, Data of 2006 FIFA World Cup Finals information were not counted in order to avoid overlaping with the 2006

35 34 FIFA World Cup Finals gambling information. Data in centimeters and numbers were used to be compared in the target analysis area of this study. The research questions were listed below: 1. What would be the reporting pattern of each team? 2. What would be the number of articles to be reported for each team? 3. What would be the proportion of gambling and non-gambling coverage? 4. What would be the reporting pattern among ten selected local Chinese newspapers in reporting 2006 FIFA World Cup Finals? 5. What would be the reporting pattern of each local Chinese newspapers in publishing gambling information about 2006 FIFA World Cup Finals? When collecting data, squared centimeters were corrected to the nearest 1 squared centimeter. And the report which was less than 10 squared centimeters would not be counted as

36 35 coverage. Number of articles would be counted as articles frequency appeared in the selected information. DATA ANALYSIS Descriptive statistics were generated for textual coverage, pictorial coverage, number of articles, and page placement for the reported on selected information, including textual, pictorial, and gambling information reported over 2006 FIFA World Cup Finals, different countries or teams.

37 36 Chapter 4 ANALYSIS OF DATA This study was to investigate the amount of quantitative differences in number of articles, size of photo, size of text, and page placement of totally ten Chinese newspaper coverage on 32 participating teams, in terms of size and page placement of football gambling information during 2006 FIFA World Cup FinalsFinals. The analysis of data concentrated on descriptive statistics and it was presented by different graphs or tables. The results and discussion were reported according to the hypotheses. RESULTS 2006 FIFA World Cup Finals had 64 events for competition in 31 days. Among ten Hong Kong local Chinese newspaper, there were altogether 1,572,518cm FIFA World Cup Finals coverage about 32 participating teams. The top five teams with highest report coverage were Italy, Germany, France, England, and Portugal. (see Table 1).

38 37 Table 1. Total Coverage of Size in cm 2 by Different Teams Teams Total Coverage in Percentage of Total cm FIFA Coverage Italy 189, % Germany 179, % France 173,658 11% England 154,657 10% Portugal 125,769 8% Brazil 111,702 7% Argentina 87, % Spain 67, % Holland 54, % Ukraine 48, % Australia 33,361 2% Trinidad-Tobago 28, % Switzerland 27, % Czech Republic 25, %

39 38 Mexico 24, % Sweden 23, % Japan 20, % Ecuador 19, % Ghana 17, % Ivory Coast 16,339 1% Serbia and Montenegro 16,238 1% South Korea 15, % Togo 13, % Croatia 12, % United States of America 12, % Iran 11, % Portland 11, % Paraguay 10, % Tunisia 10, % Costa Rica 10, %

40 39 Angola 9, % Saudi Arabia 8, % It was anticipated that Italy gained the highest coverage size of photo and size of text in squared centimeters. But surprisingly, the result showed that Germany gained the highest coverage in number of articles, not Italy. (See Table 2). Table 2. The Number of Articles Reported of Different Teams during the Investigated Period. Teams Number of articles Percentage of total number of articles Germany % Italy % France % Portugal % Brazil %

41 40 Paraguay % Argentina % England % Spain 104 3% Ukraine 103 3% Holland 102 3% Australia % Czech Republic % Sweden 71 2% Switzerland 70 2% Japan % Ghana % Mexico % South Korea % Ecuador % Ivory Coast % Portland % Trinidad-Tobago %

42 41 Serbia Montenegro and % Togo % Costa Rica 36 1% U.S.A. 35 1% Tunisia % Croatia % Iran % Angola % Saudi Arabia % It was predicted that there would be higher area of coverage among 32 teams by the three newspapers with the highest circulation, including Apple daily, Oriental Daily News, and Orisun, rather than the other seven Chinese newspapers in non-gambling information. Unfortunately, the three Chinese newspapers with the highest circulation were ranked in 3 rd, 6 th and 7 th in the result. The top three coverage sizes on the games were Sing Tao Daily, Sing Pao Daily News,

43 42 and Apple Daily. (See Figure 1 and Table 3) Figure 1. The Total Amount of Coverage in Non-gambling Information in 2006 FIFA World Cup Finals by Ten Chinese Newspapers cm² Total Coverage Sizes Sing Tao Daily Sing Pao Daily News Appledaily HK Daily News MingPao Oriental Daily News Orisun HK Economic Times Wen Wei Po HK Economic Journal

44 43 Table 3. Data of The Total Amount of Coverage in Non-gambling Information in 2006 FIFA World Cup Finalsby Ten Chinese Newspapers Data of The total amount of coverage on 2006 FIFA World Cup Finalsby ten Chinese newspapers Sing Tao Daily 262,889 Oriental Daily News 163,649 cm² cm² Sing Pao Daily 232,250 Orisun 154,307 News cm² cm² Apple Daily 216,619cm² HK Economic Times 71,665 cm² HK Daily news 208,513 Wen Wei Po 56,596 cm² cm² Ming Pao 192,814 HK Economic Journal 13,216 cm² cm² Total 1,572,518 cm² Also, it was predicted that Apple daily, Oriental Express, and Orisun would contain higher coverage sizes in gambling

45 44 information. However, the top three in total coverage sizes of gambling information were Sing Pao Daily News, Apple Daily, and Oriental Daily News. Hong Kong Economic Journal is the only newspaper that did not contain any gambling information about 2006 FIFA World Cup. (See Figure 2 and Table 4) Figure 2. The Total Amount of Coverage Sizes on Gambling Information in 2006 FIFA World Cup Finals by ten Chinese newspapers cm² Total Coverage Size of Gambling Information Sing Pao Daily News Appledaily Oriental Daily News Orisun MingPao Sing Tao Daily HK Daily News HK Economic Times Wen Wei Po HK Economic Journal

46 45 Table 4. Data of The Total Amount of Coverage Sizes on Gambling Information in 2006 FIFA World Cup Finals by ten Chinese Newspapers Sing Pao Daily 148,856 cm² Sing Tao Daily 75,600 News cm² Apple Daily 143,256 cm² HK Daily news 75,142 cm² Oriental Daily 114,960 cm² HK Economic 21,006cm² News Times Orisun 97,269 cm² Wen Wei Po 10,500 cm² Ming Pao 94,500cm² HK Economic 0 cm² Journal Total 781,089 cm² In the result of coverage size in both gambling information and non-gambling information, it is surprising that the top three highest coverage of newspapers were Sing Pao Daily News, Apple Daily, and Sing Tao Daily. Oriental Daily News and Orisun ranked 6 th and 7 th in this calculation. (See Figure 3).

47 46 Figure 3. The Total Amount of Coverage Sizes on both Gambling and Non-gambling Information in 2006 FIFA World Cup Finals by ten Chinese Newspapers The total coverage size in both gambling and nongambling information about ten chinese newspaper in 2006 FIFA World Cup Sing Pao Daily News Appledaily Sing Tao Daily MingPao HK Daily News Oriental Daily News Orisun HK Economic Times Wen Wei Po HK Economic cm² Gambling Information NON-Gambling Information Also, the result had shown the proportion of gambling information share in all 2006 FIFA World Cup Finals information (including non-gambling added gambling). The top three circulation, Apple Daily, Oriental Daily News, and Orisun, ranked 2 nd, 1 st, and 4 th in the result. (See Table 5) It was the closest result to the estimation about ten

48 47 newspapers in all categories, as hypothesized before. Table 5.Proportion of Gambling Information Share in all 2006 FIFA World Cup Finals Information (including non-gambling added gambling). Newspaper Total Gambling Percentage Coverage Coverage of Gambling Share Oriental Daily 278,609 cm² 114,960 cm² 41.3% News Apple Daily 359,875 cm² 143,256 cm² 39.5% SingPao Daily 381,106 cm² 148,856 cm² 39.1% News Orisun 251,576 cm² 97,269 cm² 38.7% MingPao 287,314 cm² 94,500 cm² 32.9% HK Daily News 283,655 cm² 75,142 cm² 26.5% HK Economic 92,671 cm² 21,006 cm² 22.7% Times

49 48 Sing Tao Daily 338,489 cm² 75,600 cm² 22.4% Wen Wei Po 67,096 cm² 10,500 cm² 15.6% HK Economic 13,216 cm² 0 cm² 0% Journal Total 2,353, ,089 cm² 33.2% cm² In the page placement, it was divided into front page, sport front page, sport page and others. Teams were counted once no matter how many articles appeared in one entire printed page. Its aims were to count how many entire printed pages they covered in different teams, and appeared different categorized page. Although Italy owned the highest number of articles, it was not the highest in all page placements. (See Table 6)

50 49 Table 6.Page Placements among 32 Teams and Gambling Information in 2006 FIFA World Cup Finals. Teams Front Sport Front Sport Others Page Page Page Gambling Information Germany Italy France Portugal Brazil Paraguay Argentina England Spain Ukraine Holland Australia

51 50 Czech Republic Sweden Switzerland Japan Ghana Mexico South Korea Ecuador Ivory Coast Portland Trinidad-Tobago Serbia Montenegro and Togo Costa Rica U.S.A Tunisia Croatia

52 51 Iran Angola Saudi Arabia Total In Table 6, the result shown that Germany owned all the highest share of page placement, except in Sport Front Page, among 32 teams. The top four is the teams who enter semi-finals, which were Germany, Italy, France and Portugal. In the percentage of total page placement among teams and gambling information, Germany gained the highest percentage in front page, Italy in sport front page, Gambling information in sport page, and Portugal in Others. In the front page, the frequency printed on pages about Germany was doubled to the other semi-finals teams, with 5.4% of Italy, France, and Portugal representatively. In sport page, gambling gained the extremely high percentage (27.6%), with France (6.6%) ranked the second. (See Table 7)

53 52 Table 7.Percentage of Total Page Placement among 32 Teams and Gambling Information in 2006 FIFA World Cup Finals. Teams Front Page Sport Front Page Sport Page Others Gambling Information 0% 11.2% 27.6% 6.9% Germany 10.9% 9.7% 6.4% 8% Italy 5.4% 10.7% 6% 8% France 5.4% 9.7% 6.6% 6.9% Portugal 5.4% 6.2% 5.6% 9.2% Brazil 5.4% 4.8% 4% 4.6% Paraguay 0% 4.3% 0.9% 6.9% Argentina 5.4% 4.5% 3.3% 8% England 2.7% 5.9% 5.4% 1.1% Spain 0% 3.8% 2.9% 2.3% Ukraine 0% 4.7% 2.5% 4.6% Holland 2.7% 3.6% 2.8% 3.4% Australia 2.7% 2.9% 2.4% 1.1% Czech Republic 5.4% 1.7% 1.7% 4.6%

54 53 Sweden 2.7% 1% 1.9% 3.4% Switzerland 5.4% 1.6% 2% 1.1% Japan 0% 0.9% 1.1% 0% Ghana 2.7% 1.9% 1.4% 3.4% Mexico 5.4% 2.1% 1.5% 2.3% South Korea 0% 1% 1.5% 1.1% Ecuador 2.7% 0.9% 1.4% 1.1% Ivory Coast 2.7% 0.7% 1.3% 1.1% Portland 2.7% 1% 0.9% 1.1% Trinidad-Tobago 2.7% 0.7% 1% 0% Serbia Montenegro and 0% 0.7% 1.2% 1.1% Togo 2.7% 1.2% 1% 1.1% Costa Rica 2.7% 0.9% 0.7% 1.1% U.S.A. 2.7% 1% 1% 2.3% Tunisia 2.7% 0.7% 1% 1.1% Croatia 0% 0.9% 1.1% 1.1% Iran 5.4% 0.3% 0.7% 0%

55 54 Angola 2.7% 0.2% 0.6% 0% Saudi Arabia 2.7% 0.3% 0.7% 1.1% When we studied about the newspaper reported pattern, we found that, only two newspapers top 4 were the teams entered semi-finals in the game. There were Hong Kong Daily News and Orisun. Also, there were 5 newspapers top four were included England and Portugal was not in the top 4. They were Hong Kong Economic Journal, Sing Tao Daily, Ming Pao, Apple Daily, and Hong Kong Economic Times. Wen Wei Po and Oriental Daily News included Brazil but Portugal was out of the list. Lastly, Sing Pao Daily News included England but Germany was not in the top 4. (See Table 8)

56 55 Table 8.The Top 4 Highest Teams Reported among Ten Chinese Newspapers in 2006 FIFA World Cup. 1 st 2 nd 3 rd 4 th HK Daily News France Italy Germany Portugal Orisun Germany Italy France Portugal HK Economic Germany France England Italy Journal Sing Tao Daily Italy Germany France England MingPao Germany Italy France England Apple Daily Germany Italy France England HK Economic Times France England Italy Germany Wen Wei Po Brazil France Italy Germany Oriental Daily Italy Germany Brazil France News Sing Pao Daily Italy England France Portugal News

57 56 Discussion It is obviously that winning teams had been reported most in the newspapers. After each match, the media would focus on the winning team. So it tended to have relatively high total coverage of teams when they won more matches. (Tommy Choy, sports editor, Cable News Channel, personal communication, 2007) Finally, the champion of 2006 FIFA World Cup Finals, Italy, owned the highest total coverage. Moreover, England s coverage was higher that out of the researcher s expectation. It was because Hong Kong had ruled under England in history, we had the tradition to watch England football and familiar to England football star,(tam Wing Fai, executive producer of Radio Television Hong Kong Radio 1, personal communication,2007) so even it was because England was locked out in the quarter-final but its total coverage was more than the 3 rd runner up, Portugal, and it s also the highest among the other quarter-final teams, (See Table 1) So it was believed that more famous players in the team could attract more media s attention. As players news was included in the information

58 57 when calculated the total coverage of each teams. England Premier League was very popular in Hong Kong, they had a lot of fans and so readers were interested to know their performance in the game. Moreover, Germany got the second highest in the total coverage size, which was more than France, the 1 st runner-up. It was believed that because Germany was the host country, the fans and media gave them a higher expectation to their performance.(tam, 2007) The elaboration of total coverage sizes could explain the similar phenomenon in the number of articles. Germany and Italy were the highest 2 teams in number of articles. (See Table 2) In Figure 1 and Figure 2, we had known the top three of total coverage sizes in gambling and non-gambling information were not matched to the top three circulations of newspapers. (Also see in Table 4 and Table 5) However, there were some interesting findings in the result of proportion of gambling and non-gambling coverage. The result of top three circulations, Apple Daily, Oriental Daily News, and Orisun ranked 2 nd, 1 st, and the 4 th. These were included in the

59 58 hypotheses, but it was some kind revealed that, the most popular newspapers in Hong Kong contained almost the highest proportion of gambling information about 2006 FIFA Word Cup Finals. Yet in the total coverage sizes about both gambling and non-gambling information, the results remain unchanged, which were Apple Daily ranked in 2 nd, Oriental Daily News ranked in 6 th and Orisun ranked in 7 th. It is surprising especially to Oriental Daily News (41.3%) and Orisun(38.7%), while they did not have high total coverage of teams but got high proportion about gambling information. In the proportion of total coverage of teams and total coverage of gambling information among ten newspapers, there was a quite high percentage in gambling information share. (33.2%, See Table 5)It was about the marketing driven; people tended to like to read more gambling information, so the editor tried to included more information in it. (Choy, 2007) In the result of the page placement, let the researcher explain a bit more, page placement could disclose two important meaning. The first one was the level of importance

60 59 of the news. It was easily to understand, front page must be more important than sport front page, and sport front page was more important than sport page, and lastly, due to the target we focused in this project was football, so sport page was more important than the others page. Secondly, page placement told us that how many pages we ve read is about that kind of news. The more frequencies you read the news, the more impressive you were. So page placement was quite important. Germany and Italy owned the highest percentage of page placement among the other 30 teams. But Germany s share in front page was doubled than the second highest. (See Table 7) Also, the result showed the gambling information s share in page placement, it was concentrated a lot in sport page, and none in front page. (Also see Table 7) It was because it was not appropriate to disclose gambling information in Front page, as newspapers were shown in public for sell, and it was not attractive as the sport news, the editor just make sure the gambling information was included, it was not important where the gambling information printed, but the sports news

61 60 is different. It was printed with big headlines and energetic photos of players. So a large proportion of gambling information is printed in the sport page.(tam, 2007) The data of gambling information not only explain the distribution of page, it was also told us that there was 27.6% of probability that we ve read would included gambling information in the game. But Choy(2007)though that the frequencies of gambling information disclosed in Sport Front Page was not high, and acceptable in Sport Page. Under the above estimation, it was expected that the top 4 highest coverage sizes of teams in the game was the teams entered semi-finals, Italy, France, Germany, and Portugal. However, only two newspapers followed the estimation, the result shown that half of the newspapers (five newspapers) were included England but not Portugal, two of them included Brazil, and even one of them included Brazil and England, but not Germany. It can also be estimated that England and Brazil got more famous players in their teams, but it need to study further to confirm this estimation.

62 61 Chapter 5 SUMMARY AND CONCLUSIONS Summary of Results The purpose of this study was to examine the quantitative differences of the ten local Chinese newspaper on 2006 FIFA World Cup Finals from Oriental Daily News, Orisun, Apple Daily, Ming Pao, Sing Tao Daily, Sing Pao Daily News, Hong Kong Daily News, Wen Wei Po, which were published once a day, and Hong Kong Economic Journals, and Hong Kong Economic Times, which were published on weekday only. A content analysis of totally 300 newspapers sport pages was undertaken from 9 th June to 10 th July, From the present findings, the highest coverage sizes of total FIFA coverage of team were belonged to Italy team. Germany owned 404 articles, that s the highest number of articles. The top three newspaper of total coverage of text and photos were Sing Tao Daily, Sing Pao Daily News and Apple Daily. The top three highest coverage size of both gambling information were Sing Pao Daily New, Apple Daily, and Oriental

63 62 Daily News. The top three highest coverage size of both gambling and non-gambling information were Sing Pao Daily News, Apple Daily, and Sing Tao Daily. Conclusions 6. Italy gains the highest coverage size of photo and size of text in squared centimeters.. 7. Germany gains the highest coverage in number of articles. 8. There highest coverage size in text and photos about FIFA World Cup Finals were Sing Tao Daily, Sing Pao Daily News and Apple Daily. 9. There highest coverage size in gambling information about FIFA World Cup Finals Sing Pao Daily New, Apple Daily, and Oriental Daily News. 10. There highest coverage size in both gambling and non-gambling information about FIFA World Cup were Sing Pao Daily News, Apple Daily, and Sing Tao Daily.

64 63 Recommendations for Further study 1. Further analysis of separated text and photos coverage would be recommended to see the differences and functions between text and photos in newspapers. 2. Further analysis of team players could be more specify to see the power and influence about players role in world-class football game. 3. Advertisements could be conducted in the total coverage sizes of each newspapers and page placement to see the commercialization of sport. 4. Since television broadcasting, magazines, internets are another major media for people to obtain news and information, therefore other types of media should be conducted for other large-scaled sports events. 5. This study only investigated the 2006 FIFA World Cup Finals. More studies could be conducted in other competitions and games. 6. A similar study of 2010 FIFA World Cup Finals in South Africa on newspaper could be conducted, so as to compare

65 64 the development and improvement of mass media when handling the similar task.

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